The Row to Open Its First New York Store

It sounds cozy.
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Dhani Mau
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It sounds cozy.
Ashley and Mary-Kate Olsen with their 2014 CFDA Award. Photo: Larry Busacca/Getty Images

Ashley and Mary-Kate Olsen with their 2014 CFDA Award. Photo: Larry Busacca/Getty Images

When I was in Los Angeles this past fall, one of the only things on my to-do list was to pay a visit to The Row's first retail store on Melrose. While I don't make a habit of walking into stores that contain zero things I can afford, so many people raved about how beautiful it is that I had to go. And it lived up to the hype: It's clean, pretty, serene (there's a pool) and not at all stuffy or intimidating the way fancy stores can be. The staff was friendly even though I was clearly not going to buy anything, and merchandised in such a way that after a few minutes I began to think $700 for a pair of pants was reasonable.

And now, The Row has confirmed that it will be opening its first store in New York City at 17 East 71st Street before the end of the year. And yes, it's leasing a whole townhouse.

As WWD points out, the label's fall 2013 collection was memorably shown in a UES townhouse, which led editors to rave about the cozy, gorgeous setting as much as they did about the clothes. We're betting this is going to be one beautiful, real estate envy-inducing store. Plus, it's just two blocks up from fellow chic townhouse retail concept Fivestory. There'll be plenty of opportunities to blow a couple month's rent in a half-mile radius.